The People Behind Erdem’s Inspiration

British Fashion Council

Established in London in 2005 the designer ready-to-wear brand, ERDEM, has come to be synonymous with versatile yet powerful femininity. Founder, Erdem Moralioglu, trained at the prestigious Royal College of Art in London where he remained to launch the brand following his graduation. Known for his use of experimental textiles, vibrant prints, and detailed craftsmanship, Erdem has created a beautiful world of the delicate mixed with the bold. 

ERDEM has received numerous accolades over the years, including: The 2008 British Fashion Council’s Fashion Forward Award; The 2010 inaugural Vogue / British Fashion Council Designer Fashion Fund Award; The 2012 British Fashion Council’s New Establishment Award; The 2013 British Fashion Council’s Red Carpet Award and finally The 2014 British Fashion Council’s Womenswear Designer of the Year Award.

ERDEM is sold in over 170 of the most exclusive retailers, including Barneys New York, Bergdorf Goodman, Joyce, Colette, Dover Street Market, Selfridges and Harvey Nichols.

After launching an e-commerce store in 2014, the brand opened its debut flagship store in London’s Mayfair in August 2015.

In his own words, designer Erdem Moralioglu describes the people who have been instrumental and inspirational throughout his career. Here he touches upon key moments in which the talented people he has worked with have helped bring his vision of fashion to life.
Sound Artist & Music Producer

Frederic is one of the world’s most respected sound artists who I’m lucky to have collaborated with on the soundtracks for my last couple of shows.

To call them soundtracks doesn’t do them justice at all. He has an incredible ability at juxtaposing pieces of music from so many different sources together with sounds, voices, noises - some familiar, some obscure.

From clips of Bette Davis in All About Eve over the sound of her heels on the stage (in A/W 16) to Derek Jarman’s haunting voice over the sound of the sea (in S/S 17), Frederic is a master at creating mood and tension and taking us on a captivating audio journey.

He understands the narrative element that runs through my collections and brings the experience of the show to life in another dimension with his craft.

Visual Artist & Set Designer 

I have worked with the brilliant set designer Robin Brown on four shows over the last few years. I have the greatest respect for his skill at telling stories with inanimate objects. His set designs are impeccably realised with several layers of materials, furniture, objects and strange ephemera that together make sense as an inhabited world.

For A/W 15 he recreated a 1960s apartment setting in its entirety over seven days. The collection charted the different faces of a woman who’d fallen on hard times and Robin’s environment reflected her state of mind as much as her state of living; there were stacks of old magazines, window panes covered in soot and half-drunk champagne glasses.

It was so cleverly realised and expertly put together – the result of an extraordinarily vivid imagination.

Producer / Director

We celebrated our 10th anniversary in 2015 by collaborating with the Photographer Solve Sundsbo and Creative Director Thomas Persson to create 10 photographs of 10 dresses from our archive, worn by Guinevere Van Seenus. Shown here, my sister Sara directed a behind the scenes short film of the shoot for SHOWstudio.

Sara is not only my twin sister, she is also an amazing documentary director and producer. We have been long-term collaborators professionally and this was another project where it felt very appropriate to work together for such a milestone celebration and what she created is something very beautiful and special.


In my tenth year we also opened my first store on South Audley Street in Mayfair, London. It was designed and brought to life by my partner Philip Joseph, of P Joseph Architecture and Design.

Philip and I met whilst studying at the RCA so he has really seen it all and been with me for the whole journey. Together we wanted to create a world for the Erdem woman, somewhere that the collections would sit comfortably season-after-season, which meant creating a robust, intricate environment around her imaginary character.

From the materials, to the furniture, the decorative elements, the artwork, the rails and even hangers – it is a very coherent expression of her world. It feels like she has just stepped out of the room and I love it.

Royal Ballet Principal Dancer

I find Lauren Cuthbertson, a principal dancer with the Royal Ballet in London, endlessly intriguing. As this film for Nowness shows, she has a captivating quality in her performance, matched with exceptional skill and beauty.

What I find so compelling in Lauren is the transformation that happens when she starts dancing; in one beat she goes from being a slight, diminutive creature and turns into this extraordinary force. It is mesmerising. I could
watch her dance for hours on end.

Lauren is the odd one out here as she is not someone I have yet collaborated with, though including her is a definite statement of my intent that we will work together in the future.

Credits: Story

This exhibit was created by the British Fashion Council in collaboration with ERDEM. Special thanks go to Samantha Ramage and Konstantinos Lazarou for their help in creating this online exhibit.

All rights belong to ERDEM unless otherwise specifically stated. All models and photographers have been credited where known.

Credits: All media
The story featured may in some cases have been created by an independent third party and may not always represent the views of the institutions, listed below, who have supplied the content.
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